ETHICAL ISSUES IN RETAILING

Although being customer focused is an absolute credo for most retailers, customers' want and needs can and often do conflict with society's long-term interest.

Characteristics and values associated with ethical behavior / decision making:

Honesty: Ethical executives are honest and truthful in all their dealings and they do not deliberately mislead or deceive others by misinterpretations, overstatements, partial truths, selective omissions, or any other means. Integrity: Ethical executives demonstrates personal integrity and the courage of their convictions by doing what they think is right even when there is great pressure to do otherwise. They will not sacrifice principles of expediency. Promise-keeping and Trustworthiness: Further they are worthy of trust, and forthcoming in supplying relevant information and correcting misapprehensions of fact. Also they make every reasonable effort to fulfill the letter and spirit of their promises and commitments.

Loyalty: Ethical executives who are trustworthy demonstrate fidelity and loyalty to persons and institutions by friendship in adversity, support and devotion to duty; they do not use or disclose information learned in confidence for professional advantage. Fairness: Ethical executives are fair and just in all dealings. They do not exercise power arbitrarily and do not use overreaching or indecent means to gain or maintain any advantage or take undue advantage of another's mistakes or difficulties. Concern for Others: Ethical executives are caring, compassionate, benevolent and kind. They live by the "Golden Rule". They help those in need and seek to accomplish their business objectives in a manner that causes the least harm and the greatest positive good.

ETHICAL STANDARDS
"Values" are core beliefs or desires which guide or motivate attitudes and actions. Not all values involve ethics. Ethical values such as honesty, fairness, and loyalty involve the notion of moral duty and 'reflect attitudes about what is right, good and proper rather than what is pleasurable, useful or desirable. Values such as happiness, fulfillment, pleasure, personal freedom and being liked and respected are all ethically neutral because they deal with matters other than moral duty and obligation.

Relative Standards It is important for you to understand that in using relative standards, the retailer judges the morality of an act on the basis of the particular circumstances surrounding the action

Absolute Standards These are standards which have rigid rules that clearly state whether an act is right or wrong; using these standards constitutes ethical behavior and is clear regardless of the circumstances surrounding the situation.

ETHICAL CODES
Codes of ethics must be more than legal or public relation shows These codes to be useful, understandable and practical. Visible signs of support for ethical practices must be forth coming from management, with the moral tone of corporate conduct being set at the top. There is no single approach to business ethics that is ideally suited to a particular organization. The top management must champion its demand for the highest ethical posture for its company.

ETHICAL RESPONSIBILITIES OF THE RETAILER

A retailer's professional conduct must be guided by the following: The basic rule of professional ethics, not knowingly to do harm. The adherence to all applicable laws and regulations. The accurate representation of their education, training and experience The active support, practice and promotion of the code of ethics.

Honesty and Fairness

Further marketers shall uphold and advance the integrity, honor and dignity of the retailing profession by: Being honest in serving consumers, clients, employees suppliers, distributors and the public. Not knowingly participate in conflict of interest without prior notice to all parties involved.

Establishing equitable fees schedules including the payment or receipt of usual, customary and legal compensation for marketing exchanges.

Rights and Duties of Parties in the Marketing Exchange Process

Participants in the marketing exchange process should be able to expect that: Services offered are safe and fit for their intended uses. Communication about offered products and services are not deceptive. Ensure that both parties discharge their obligations-financial and otherwise in good faith.

Appropriate internal methods exist for equitable adjustment and/or redressal of grievances concerning purchases.

Product development and management

Disclosure of all substantial risks associated with the product or service usage to the consumer.

Identification of any product component substitution that might materially change the product. Identification of extra-cost added features.

Promotions
Avoidance of false and misleading advertising Rejection of high pressure manipulations or misleading sales tactics. Avoidance of sales promotions that use deception or manipulation.

Distribution
Not manipulating the availability of a product for purpose

of exploitation. Not using coercion in the marketing channel. Not exerting undue influence over the resellers choice to handle a product.

Ethical Challenges
Challenges fall into three broad categories: Ethics relates to moral principles and values. Social Responsibility involves acts benefiting society. Consumerism entails protection of consumer rights.

Base decisions on customers wants

Create strong Customer Orientation

Think according to Customers Best Practices in Retailing

Correct mistakes to Avoid future problems

Improve customer Experience

Empower Customer participation

Reward Workers

Train Employees to Lead As a team

Train employees to cope with emotional costs

Treat all customers as Guests